The Esquire Logo Project: David Rockwell

Touch the logo, feel the logo

An architect whose body of work varies from W Hotels in New York to the set of the Oscars, David Rockwell is all about material culture. "The yearning to touch and feel and experience is deeply human." In re-imagining the logo, Rockwell kept the classic typography but laser-cut it in four different ways, with his two paper logos (the top two) offering a completely different tactile experience from his wood and plastic ones (the bottom two). They're all meant to be touched and handled, Rockwell explains, because, like so much of his work, they're "not about just the tyranny of sitting and looking at a screen. They're about getting out and experiencing something with other people."

Click here to see a video and more designs from the Esquire Logo Project.